“Customer Experience is everything and nothing – in the sense, it touches all components of how a customer perceives all the interactions with a company. Many times, that customer experience is built on top of interactions with the people, the systems and processes, and the features of the product itself.”
In the first episode of One-to-One podcast’s second season, our host Scott McArthur, CRO, Statflo caught up with Kristine to discuss the state of CX in the enterprise space. Through the conversation, she also shed some light on the framework she uses to create a CX strategy and her approach to streamline the experience for the end-users.
Here are some key takeaways from the discussion:
Different teams, global divisions, varied ecosystems, and integration of processes make enterprise CX uniquely challenging. There are numerous parties involved in solving a problem and presenting a seamless face to the customers is complex. That’s why being able to listen to the customer is key. It’s imperative to understand not everything is the same in every country or region. So, having your feet on the street and being able to understand those regional nuances is important when talking about CX at a global enterprise level.
According to Kristine, CX has 4 pillars:
In the initial days of the pandemic, businesses focused on coordinating with their workforce and gathering data to make sense of the situation. As enterprises eased into the reality of a remote world, the last two pillars came into the limelight and innovative CX solutions started to emerge. Teams started thinking about implementing a higher level of customization to differentiate their business from competitors. They have started investing a lot more resources into building with great partners and vendors. Owing to the digital acceleration brought about by COVID, businesses have realized the need to meet customers where they are and deliver a unified experience.
Often, the hardest part of any CX leader’s job is to identify what is the right problem to solve. It’s understanding what exactly it is that the end customer is coming to you for. To recognize the problem, you need to visualize the entire customer journey - right from the moment they start working with you, to what steps and phases they go through. Define those phases, identify which phase to go after and what problems to solve within that phase.
Clarity is the strongest asset of any CX leader. And that clarity starts by figuring out what the ideal customer experience looks like. Along with clarity, the second-most important skill that anyone working in customer experience needs to hone is the skill of being delightfully persistent. You need to learn how to dive into the data to identify the problem; you shouldn’t stop till you get there. The toughest problems are the ones that require talking to lots of different people and figuring out the required process changes.
Kristine joined Twilio in 2018. Previous to that, she spent 3 years at eCommerce marketplace Ten-X and 12 years at eBay. At eBay, she started as a senior product manager supporting eBay’s largest sellers, then progressed to general manager of the $4B eBay Motors category, and finally led eBay’s North American Partner Strategy & Operations.